MALE BRAND AMBASSADOR AND ITS INFLUENCE ON BRAND AWARENESS OF BEAUTY PRODUCTS

Abstract

Women are usually the targets of beauty products. However, since 2018, many brands have used men as ambassadors for beauty products. This phenomenon is undoubtedly fascinating to study because it is contradictory. Previously, brand ambassadors for beauty products were usually women. This research wants to determine the effect of using male brand ambassadors on brand awareness of beauty products. A quantitative approach by conducting a survey was used in this research to collect data from Oh Sehun EXO fans on the Twitter account @xunqi_indonesia. There is a positive influence between the use of male brand ambassador Oh Sehun EXO on brand awareness of Whitelab beauty products. The brand ambassador indicator that most influences beauty product brand awareness is the credibility indicator, meaning that a credible figure and repeated delivery of persuasive information will only cause short-term effects, as stated by the elaboration possibility model theory as the central theory of this research. Therefore, it is unsurprising that the Whitelab brand still needs to be at the top of respondents' minds but is still at the brand recognition and recall stage.